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LIPTON ICE TEABUILDING BRAND THROUGH SOCIAL MEDIA
PRESENTERS: PRANAV & MANJUNATH
Introduction Lipton is one of the world’s greatest refreshment brands. It’s the world’s best-
selling tea brand, has been established for more than 100 years, and is available
in more than 100 countries.
Lipton have learned a lot about tea over the past century – and Lipton now offers
an array of tea-based drinks, from leaf tea to tea bags, Lipton Ice Tea soft drinks,
zero calorie infusions and healthy green tea that’s packed with antioxidants.
Lipton is proud of their heritage but certainly not afraid to innovate. Lipton
experts broke with teabag tradition to come up with the Lipton Pyramid tea bag
which allows tea leaves more room to move and infuse for a better brew. And
Lipton Cold Brew tea bags, which make instant ice tea easy, are another example
of how they are reinventing one of the world’s favourite drinks.
Some of the Lipton Products…….
Lipton in India In 2003, PepsiCo and Unilever formed a global 50:50 joint venture -
Pepsi Lipton International - to manufacture and market Lipton Ice Tea
variants in 67 countries. The JV entered India in 2004.
When LIT was launched in India in 2004, it turned out that the product
was ahead of its time. Consumer insights revealed there was a gap
between intent and action when it came to consumption of health
beverages.
The PepsiCo and HUL decision to re-launch the ice tea comes at a time
when rival Coca-Cola introduced ice tea brand 'Nestea' in bottles in
partnership with Nestle.
The Lipton ice tea will add to PepsiCo's health and wellness product
portfolio. The company's other health products includes Quaker Oats,
Aliva, Nimbooz, Tropicana 100 per cent.
Source:http://articles.timesofindia.indiatimes.com/2011-06-07/india-
business/29629304_1_ice-tea-green-tea-hul
Market for Ice Tea in India It’s a known fact that unlike the USA, where 80 to 85 per cent of tea
consumption is in the form of iced tea, in India there is still a strong
inclination towards hot beverages.
Now-a-days metropolitans are tasting ice teas as the changing
trends in lifestyle.
They are available in ready to drink as well as powder form(sachets).
What is working in favour of the iced tea seems to be the health
platform. The fact that iced tea is healthier than carbonated soft
drinks, is higher on coolness quotient and has a high preference over
carbonated soft drinks is benefiting the players.
Why Lipton ice tea was withdrew from Indian market….
Lipton ice tea was launched in India in 2004 and withdrawn in a
year. PepsiCo said that it turned out that the product was ahead of
its time.
Misrepresentation of Lipton iced tea with other beverages. (Lipton
is an anti-oxidant and non-carbonated FMCG)
Lack of campaign and communication.
Source: http://wrd.mydigitalfc.com/companies/pepsico-unilever-revive-lipton-ice-tea-jv-india-067
Re-launch…. On June 6, 2011, PepsiCo India and Hindustan Unilever Limited
(HUL), announced the re-launch of Lipton Ice Tea in the Indian
market.
Their common objectives were:
To create purchase intention for the Lipton Ice Tea among
consumers.
To create familiarity with the benefit of consuming Lipton Ice
Tea among consumers.
Target ‘Right Consumer’
Campaigns undertaken
• A campaign called LOL (Laugh Out with Lipton) targeted
Twitter for
stress-filled or complaining tweets from the city
• Genie in the bottle
• Chill Out Surprise
• Sample distribution
• Facebook fan page
ConclusionThus by using the social media as their main
tool of promotion Lipton Ice Tea has tapped back the Indian market very strongly and is in the news for good reasons and hope it sets up the trend of ice tea drinking in India.
REFERENCES •Business Line – article by Purvita Chaterjee• India Infoline web• http://timesofindia.indiatimes.com/business/india-business/PepsiCo-HUL- to-relaunch-Lipton-ice-tea/articleshow/8755553.cms• http://wrd.mydigitalfc.com/companies/pepsico-unilever-revive-lipton-ice-tea-jv-india-067• http://articles.timesofindia.indiatimes.com/2011-06-07/india-business/29629304_1_ice-tea-green-tea-hul•http://www.hul.co.in/mediacentre/news/2011/LiptonIceTealaunchedinIndia.aspx•http://www.exchange4media.com/news/story.aspx?Section_id=3&News_id=16573• http://www.just-drinks.com/news/pepsico-unilever-relaunch-lipton-ice-tea_id104105.aspx
Thank you and chill out with lipton…!!!